Consumer Choice Conundrums: Lifting the Lid on How People Purchase

Gaining or losing market share is clearly a big deal. But do we understand how consumers choose between products? It’s a deceptively simple question that is often poorly answered. Why? Because the rules that govern purchasing behaviour are complex and vary by segment. Moreover, most market research only focuses on the final stage of what is typically a multi-stage process. In this brief, we have successfully applied learnings from academic research to real world competitive markets.

Consumer Choice Conundrums: Lifting the Lid on How People Purchase